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Moderating effect of brand equity on relationship quality in chain restaurant industry: a conceptual paper

Tuan, Lo Ying and Jusoh, Ahmad (2013) Moderating effect of brand equity on relationship quality in chain restaurant industry: a conceptual paper. In: Proceedings Of The 2013 International Conference On Information, Business And Education Technology (ICIBET 2013).

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Official URL: http://dx.doi.org/doi:10.2991/icibet.2013.203

Abstract

The purpose of this paper is to discuss at a conceptual level on the moderating effect of brand equity on relationship quality in the chain restaurant industry. A conceptual model of relationship quality expanded with brand equity construct is proposed. The paper finds brand equity moderates the relationship between patrons’ dining experience and relationship quality in achieving customer loyalty. The paper hopes to provide managers in services, particularly those in the restaurant industry, relevant information to assist in improving their relationship marketing programs.

Item Type:Conference or Workshop Item (Paper)
Subjects:H Social Sciences > HD Industries. Land use. Labor
Divisions:Management
ID Code:51177
Deposited By: Haliza Zainal
Deposited On:27 Jan 2016 09:53
Last Modified:17 Sep 2017 16:12

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